Depict Luxury Brands in Slow Motion

Luxury products are more appealing in slow motion (Jung & Dubois, 2023). 

It happened with a Facebook ad for luxury chocolate. And people were willing to pay higher prices for these slow products.

The researchers agued that slow motion immerses people into ads, but I see another explanation. If you analyze daily life, you’ll notice that slow movements are associated with certain traits:

• Caution. You move important objects slowly and carefully (e.g., baby)
• Effort. You spend more time and effort on important tasks (e.g., proofreading an email to your boss).

Over time, we associate slow movements with importance. Therefore, this effect should stem beyond slow motion in videos.

Use Long Fade Animations

On most luxury websites, hovering over a product triggers slow fading transitions:

• Jung, S., & Dubois, D. (2023). When and How Slow Motion Makes  Products More Luxurious. Journal of Marketing Research, 0(0). https://doi.org/10.1177/00222437221146728